Australian Turf Club

The Mint Partners have worked with the Australian Turf Club to launch and promote eight Carnivals to consumers and media nationally including news, lifestyle and entertainment press.


Each Carnival, The Mint Partners were tasked with building 12 person ambassador family, executing a major call to create mass media coverage to kick off Carnival and manage the publicity roll out of Carnival amplifying sponsorships, on course activations, media accreditation, broadcast management and media entertaining.

  • The Sydney Autumn Carnival total media reach across print, online and broadcast had a combined reach of over 140 million, up 38% from the previous yearAmbassador Media Call with Rachel Griffiths
  • Ambassadors were included in 78% of all media coverage across Carnivals
  • The Carnival audience increased steadily year on year attracting a younger demographic of racegoers and more women than ever before to the sport

Touch Points & Deliverables

Campaign Announcement
Talent management
Events & Activations Partnerships
Media Program
Media Relations
Press Opps
Social Media Strategy
Social Media Content Creation
Ambassador Media Call

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